Persuasive design: Putting it to use

Abstract

Editor's Summary The fundamental goal of information architecture is to stimulate change in a user's behavior or attitude. By applying psychological principles to site design, information architects can lead site visitors through stages of engagement to action. Persuasion starts with likeability and an uncomplicated invitation to continue to explore with minimal commitment. The design must be aesthetically appealing and appropriate for the audience. A sense of intrigue, connection with others and the potential for enhanced self image add to the allure. Having confidence in the source, overcoming any reason not to act and having an easy path to action enable the user to take the final psychological steps toward persuasion. Groupon and LivingSocial illustrate the effectiveness of these persuasive principles, which can readily be applied to virtually any website design.